EXPO has released results of their consumer product video program with CPG giant Reckitt Benckiser. These results show how placing customer video testimonials and video reviews on product pages across a major (major!) retailer's ecommerce site is driving an impressive sales lift for the company's products, including Clearasil, Delsym, Finish, Lysol, Airwick, Resolve, Veet and Woolite.
The incredible results of the test program prove the effectiveness of genuine consumer videos for increasing conversion. We look forward to expanding this program across more product lines and points of purchase, confident that we will continue to see impressive retail lift. Sam Gagliardi, E-Tailing Marketing Director at Reckitt Benckiser
Reckitt implemented EXPO consumer video on product pages for select brands on the ecommerce site of one of the biggest retailers in the world. They ran a test program to demonstrate the sales lift that can be attributed to the presence of this video. The consumer video also performed significantly better than professionally produced content.
- RB saw an overall 38% lift in sales compared to a baseline group of products without video content on the retail product page.
- When offered both consumer and professional video, consumer video was selected 3:1
- When consumers who asked for more information were given a choice of EXPO or professional videos, they chose consumer videos almost 56% of the time, vs. 20% for professional videos.
- EXPO videos were chosen to be viewed by 50% of consumers who asked for more product information, outperforming all other options.
The EXPO platform is used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices. Through EXPO, brands activate their communities to share, via video, unbiased product reviews, how-tos, demonstrations, and other experiences that align with a brand's content marketing strategy. These persuasive videos harness word of mouth to drive engagement and conversion across owned, earned and paid media while supporting campaign messages, communicating product benefits, and capturing video SEO.
© 2013 DK New Media.